Noah J Nelson on Thursday, Jan. 9th
“[The] intense customization of stores is actually an ongoing effort to make the Starbucks brand a little less brand-y. “What you don’t want is a customer walking into a store in downtown Seattle, walking into a store in the suburbs of Seattle and then going into a store in San Jose, and seeing the same store,” [Starbucks V.P.] Bill Sleeth explains. So how do you make the world’s largest coffee house feel like a neighborhood haunt? The answer: good design.”
As someone who fondly remembers a failed attempt the chain made to so something similar back in the 90’s, and as an unapologetic coffee addict, I approve.
Image: Matthew Glac for Starbucks